The MAFFEO DRINKS Podcast Chris Maffeo

In episode 65, I discussed with Nicola Olianas the importance of creating demand and building advocacy.

We dive into Fernet Branca coin's role in connecting bartenders globally. Nicola explains its origins, rules, and traditions and how it became a crucial symbol in the bartending community.

Nicola also covers brand advocacy, Fernet Branca's passionate culture, and maintaining brand authenticity and loyalty. He highlights the importance of building a brand that is respected by competitors and becoming an aggregator of industry people and consumers.

I hope you will enjoy our chat. Nicola Olianas is the Global Export Head of Advocacy and Ambassadors at Fratelli Branca, working with brands such as Fernet Branca, Carpano Vermouth, Antica Formula, and Punt e Mes.



Time Stamps

00:00 Introduction to the Maffeo Drinks Podcast

00:10 Exploring Fernet Branca's Global Connection

00:43 The Taste Profile and Brand Consistency

02:50 The Significance of Fernet Branca's Coin

03:55 Building Brand Respect and Longevity

09:57 The Italian Excellence and Global Expansion

12:46 The Mission and Passion Behind Fernet Branca

20:08 The Fernet Branca Coin Challenge

27:08 How to Connect with Nicola and Final Thoughts

In Ep. 64, I hosted Nicola Olianas to discuss Fernet Branca's evolution from a medicinal remedy to a global icon known as "The Bartenders Handshake".

Nicola shares insights on brand building, the importance of liquid quality, and the creation of a unique category in the spirits industry.

The episode also highlights the Fernet Branca coin as a symbol of community among bartenders.

Nicola Olianas is the Global Export Head of Advocacy and Ambassadors at Fratelli Branca, working with brands such as Fernet Branca, Carpano Vermouth, Antica Formula, and Punt e Mes.



Time Stamps

00:00 Introduction to the Maffeo Drinks Podcast

00:51 Meet Nicola Olianas: Global Head of Advocacy at Fratelli Branca

01:34 The Origin of Fernet Branca: From Medicinal Remedy to Global Icon

02:58 Brand Building vs. Liquid Quality: What Comes First?

06:24 Creating a Unique Category in the Spirits Industry

10:18 The Importance of Versatility in Product Use

23:53 The Bartender's Handshake: The Story Behind Fernet Branca

33:26 Conclusion and Next Episode Teaser



About The Host: Chris Maffeo

About The Guest: Nicola Olianas

In Episode 063, Chris Maffeo and David Wood from the Liana Collection share valuable insights on the three stages of brand distribution.

He provides expert advice for startup drink brands on self-distribution, the role of small and large distributors, and the crucial importance of building trade relationships.

The discussion also covers the complexities of working with wholesalers, the necessity of immersive brand experiences for sales teams, and strategies for national and international brand expansion.

Emphasizing the need for founders to stay actively engaged in the trade, David and Chris highlight the evolving role of salespersons in today's digital age.

Tune in for a comprehensive guide to scaling your drinks brand successfully!



Time Stamps

00:00 Introduction to Brand Distribution Stages

00:55 Advice for Startup Drink Brands

02:34 Scaling with Distributors

⁠03:26 Importance of On-Trade Chains

11:11 Managing Relationships with Wholesalers

16:30 Building Brand Demand

24:11 Role of Sales Reps and Founders

32:58 Digitalization of Sales and Social Media

⁠37:24 Conclusion and Contact Information



About The Host: Chris Maffeo

About The Guest: David Wood

In Ep. 062, I dived into the complexities of the drinks distribution industry with David Wood, Founder of Liana Collection, a UK-based Premium Drinks Importer and Distributor (IWSC Spirits Distributor of the Year 2023 in the UK).

He shares valuable insights on what makes a successful brand, the importance of quality liquid, and the market's competitive nature.

Discover the criteria for selecting brands, the significance of founder-led stories, and the focus on sustainability and smaller categories.

We also discuss the challenges of gaining a distributor's mindshare, the benefits of being a secondary cocktail ingredient, and strategies for maintaining balance in a brand portfolio.

This conversation is a must-listen for anyone interested in the drinks industry, brand development, and distribution strategies.



Time Stamps

00:00 Welcome to the World of Distribution: A Candid Chat

00:51 The Essence of Building a Drinks Brand: Brand vs. Liquid

03:31 Insider's Guide: Selecting Brands for Distribution

06:31 Innovative Strategies in the Drinks Industry

09:39 The Art of Being a Secondary Ingredient

20:43 The Power of Modifiers in Cocktail Creation

29:00 Navigating Portfolio and Contract Negotiations

31:56 Navigating Brand Sales and Relationships

34:07 Strategic Portfolio Management and Outlet Selection

35:33 Adapting Sales Strategies Across Different Venues

39:43 The Importance of Brand Identity and Selective Partnerships

41:47 Personal Growth and Career Reflections

44:48 Building a Business with Purpose and Longevity

55:47 The Value of Legacy and Historical Insight in Branding



About The Host: Chris Maffeo

About The Guest: David Wood

In Ep. 61, I continued the conversation with Nick Gillett from Ep. 60. He’s the Managing Director of Mangrove Global. We spoke about all the aspects of bringing Drinks Brands to market from start to scale, including distributors, Wholesalers, and all the links in the Drinks Ecosystem. I hope you will enjoy our chat.



Time Stamps

0:00 Intro

0:25 Portfolio Selection

8:20 Creating Your Own Category

16:42 Micro Categories & National Cuisines

23:20 Traditional & Modern Serves

25:53 Geographic Centered Marketing

30:25 Building a Neighborhood Presence

32:33 Overcomplicating Cocktails

34:10 Value of Off-Trade

37:44 Transitioning to Chains

41:21 Where To Find Nick

42:23 Outro



About The Host: Chris Maffeo

About The Guest: Nick Gillett

In Ep. 60, I had an incredible chat with Nick Gillett, Managing Director of Mangrove Global. We spoke about all the aspects of bringing Drinks Brands to market from start to scale, including distributors, Wholesalers, and all the links in the Drinks Ecosystem. I hope you will enjoy our chat.



Time Stamps

0:00 Intro

1:20 Brand or Liquid Marketing Foundation

1:58 Nick Gillett Intro

6:58 Wholesalers & Importers Differences

12:50 The Game of Share of Mind

16:53 The Diversity of Wholesale

25:58 Has Wholesale Changed?

28:53 The Value of Relationships

32:10 Outro



About The Host: Chris Maffeo

About The Guest: Nick Gillett